Successfully launching a new brand on LinkedIn
Terra Academia is both a school and an “accelerator” of the skills required for ecological transition in France. Initiated by Veolia, Terra Academia offers training to a wide audience: young people, active professionals or those in career transition as well as decision-makers…
March 2024 marked the opening of Terra Academia’s first campus in Arras, Northern France. Under the strategic direction of the Parisian PR agency Little Wing, our role was to make this launch a success on social media.
To meet this challenge, we co-developed a strong social media strategy with our partners at Little Wing, focusing on the following key approaches:
- Prioritizing LinkedIn in our plan
- Varying content formats (infographics, key figures, “science made easy” videos, “3 questions with” videos)
- Relying on internal and external ambassadors
- Supporting the campaign with social ads
Thanks to this, we made Terra Academia’s launch a big success on social media – particularly on LinkedIn, our priority platform.
KPIs
- From 0 to 2,000 LinkedIn followers in 6 weeks
- An engagement rate of 3.99% (well above industry targets)
- 10,000+ views and 300+ reactions to the launch video
- 341,000 LinkedIn impressions in 6 weeks